No Logo at 20: have we lost the battle against the total branding of our lives?

Twenty years on from the book that analysed the growing political power of superbrands Some political books capture the zeitgeist with such precision that they seem to blur the lines between the page and the real world and become part of the urgent, rapidly unfolding changes they are describing. On 30 November 1999, mere days before the publication of Naomi Kleins debut, No Logo, the epochal Campaign marking the tenth anniversary of the 1997 general election, was perhaps the most brand-savvy political project in British history. No Logo had a global impact far beyond anything Naomi Klein only 29 at the time and unknown outside her native Canada had expected. It became a bestseller in the UK (among numerous other …

Twenty years of the Beckhams: how they ushered in our era of personal branding

David and Victoria Beckham were married in 1999, and since then have used their names to sell everything from pants to whisky. Now, in our Instagram age, their influence is everywhere Victoria Beckham never claimed to be the best singer in the Spice Girls, or the best dancer either. Nor was David Beckham necessarily the greatest footballer ever to wear a Manchester United shirt. The teams former manager Alex Ferguson once said he had only ever worked with four world-class players, and didnt include Beckham on his list. Yet, by dint of hard work, strategic decision-making and a remarkable ability to stay likable even while becoming preposterously rich, the Beckhams have achieved the goal Victoria identified his autobiography: My wife …

Its genuine, you know?: why the online influencer industry is going authentic

The long read: Calamities such as Fyre Festival have tarnished the booming business of YouTube and Instagram stars. Now the industrys top tastemakers have a new plan: keeping it real In a central London hair salon last December, the fashion influencer Victoria Magrath (@inthefrow) mingled among a few of her 849,000 Instagram followers. Magrath tall, with signature silver hair was celebrating the launch of her book, The New Fashion Rules, at an event organised by her talent agency, Gleam Futures. She chatted easily, her high, delighted voice ringing out over the roar of the hairdryers and her manner so convincingly intimate that it was possible to think she knew her followers as well as they knew her. In a group …